Lush’s challenges in international expansion in the Asia Pacific region

Research methodology This case is based on secondary information from public sources. Case overview/synopsis Lush, a UK-based sustainable beauty and personal care company, was renowned for its commitment to ethical sourcing, vegetarian ingredients, recyclable packaging and its stance against animal testing. Lush operated in 50 countries with 869 stores worldwide by June 30, 2024. This case introduced Lush’s history, core products and services, as well as its international expansion journey.While Lush had been successful in Europe and North America, it faced tremendous challenges in other regions. The Asia Pacific region was one of the largest markets for beauty and personal care products, offering significant potential but also significant challenges. As Lush planned further expansion in Asia, the company faced a series of strategic decisions: Which countries should receive a greater focus and resources for expansion? How should Lush leverage its core strengths while adapting its products and marketing strategies to address the unique cultural and consumer preferences in Asian countries? How should Lush manage the sustainability concerns in regions with practices that are currently less eco-friendly? Complexity academic level This case suits both undergraduate- and graduate-level courses or sessions dealing with international business, global strategy, international marketing, global market analysis, international strategies of social enterprises and ethics and sustainability. The case has been tested in the classroom over three semesters, both in online synchronous and in-person modalities.